Wechat official account column construction
It is necessary to combine the characteristics of WeChat promotion products with their own advantages, technologies and knowledge points to determine product positioning. Otherwise, if you want to build a WeChat official account column to publicize the contents, you will definitely be confused.
Let me give you an example. Our products are related to campus social activities, so our WeChat positioning should be campus friends. Around this positioning, our official WeChat account involves campus-related news (university rankings, professional analysis, examination materials, university anecdotes, examination skills, etc. ) and campus dating related content (eight-minute dating, introduction of school flowers, chat skills, strategies for catching the goddess, etc. ), and I will be very satisfied with these WeChat materials every day.
If there is only a simple positioning, in fact, when put into practice, the content will be very chaotic. At this time, we have to pay attention to the structure of the column. In fact, your WeChat is just like a TV station. Fans are the audience. You should also set up some interesting columns to cater to the audience. The key points of column construction are: * * uniqueness and sustainability. On the one hand, your category should be highly related to your positioning, on the other hand, the column should not be too conventional, but it must be continuous, otherwise it will be difficult to find suitable content.
Column construction consists of five parts: regular column, irregular column, column selection content, column release time and column frequency. This content is suitable for novices who operate the official WeChat account.
What are the designs of WeChat official account column?
I. Interactive column
In order to improve interactivity, interactive columns are essential. When planning the official WeChat account, enterprises can directly plan some interactive columns, such as? Enterprise recruitment? 、? Talent job hunting? Such a column. For enterprises, recruitment is a long-term demand. Pay attention to the official account of WeChat and have a certain understanding of the enterprise. Recruiting people from the official WeChat account is much better than recruiting people on platforms such as 58 and Zhaopin, and it is also a good interaction between enterprises and users.
Second, content interaction.
You can interact with WeChat users in the content of WeChat official account, such as quoting user comments, leaving messages or teasing users in articles. When users find that their comments have actually been written into words, they will have a strong sense of identity. Other users will also feel intimate when they see it. Of course, if your official WeChat account has a comment function, you should always reply to comments.
Third, interactive survey.
Survey and voting is also a traditional but very effective way, which can not only interact with users frequently, but also collect various data and understand users' habits.
Fourth, there is a prize quiz.
The way of quiz is very traditional, but it lasts for a long time, such as guessing song titles and riddles, which can make users enjoy it at any time. Of course, the best premise is that there are some small prizes to stimulate and the effect is better. This award does not have to be purchased by the enterprise itself, but can also be exchanged with other manufacturers through cooperation. If the official WeChat account has many fans, you can even seek sponsorship directly. Many enterprises need to increase brand exposure through this small gift and seek more cooperation from such enterprises.
Verb (abbreviation of verb) award-winning paper
If the influence of WeChat official account is ok and the user base is large enough, essay writing is also a very good way. And for enterprises, WeChat marketing needs press releases and soft articles. For most enterprises, this kind of thing is either to recruit copywriters themselves or to find professional writers. As far as I know, the prices of corporate press releases and soft articles are not low. If we can use the official WeChat account fans to do this, it will not only have an interactive effect, but also help enterprises to tap potential writers, killing two birds with one stone.
Sixth, prize collection
Different from the prize-winning essay, the design threshold for the prize-winning collection of WeChat activities is much lower. For this kind of activity, the threshold of participation is a very important factor. The lower the threshold, the higher the user's participation. We can launch some solicitation activities, such as soliciting names and slogans, which are not reliable, at least users don't have to enter long paragraphs. The lower the cost of users' participation in activities, the higher their participation will be.
Seven, answer questions
Practice has proved that question-and-answer content is very popular with users, and it is also the easiest form to form strong interaction with users.
Eight, user evaluation
For the official WeChat account, we can regularly launch some user evaluation activities, such as the most active users and the users with the highest reprints, and then write these articles and push them out. This has several advantages: it can interact with users; Set a typical example and cultivate core fans; Let users have a sense of competition.
Nine, the game lottery
Lottery activities or games are an interactive way that users like to participate in very much, such as common scratch cards and big turntables. However, when making game lottery tickets, you should pay attention to two points:
1. Give the user a reason to draw a lottery: to put it bluntly, it is necessary to make a name for yourself and tell the user why you want to do this lottery. We can't just draw a lottery when our heads are hot today, so users will be confused.
2. It is best to split: The best way to draw a lottery is to mobilize users to promote themselves, so when setting up such games, it is best to set up games that need to be completed with friends. One fan pulls three friends, three friends pulls three friends, and the effect of this activity can come out.
X. Group assistance
In addition to the interaction of WeChat official account itself, we must learn to use some other tools to assist. For example, establish QQ group and WeChat group, guide users to join the group, assist interaction, and cultivate users through group.
What are the official account columns of campus WeChat WeChat?
1, Luo Ji thought
If you want to study deeply and better understand the world, Luo Ji's thinking can't be missed. This is the official account of WeChat, founded by Luo Zhenyu, a senior media person, who pushes a recorded 60-second voice every day to share a new knowledge and viewpoint. Luo Ji thinks so? Knock yourself to death and please everyone? There is a kind, interesting and informative way to find knowledge in knowledge! In addition, Luo recorded a video once a week, which is the most knowledgeable video program in China. Ross Thinking is also the largest community organization and the most influential Internet knowledge community in China, with tens of thousands of offline paid members.
2. Campus.
Campus collects and shares new things from universities all over the country every day, providing practical skills for college life. Involving the association &; Student Union, part-time job&; Entrepreneurship and textual research &; Postgraduate entrance examination, Band 4 and Band 6&; Studying abroad and falling in love &; Job hunting, dormitory &; Many aspects such as canteens are official WeChat accounts that every positive energy college student must pay attention to.
3. An article
A micro-signal pushes an original video for 3 minutes at 8: 00 every night, or life or trends or literature and art, which is called the most beautiful video in China. It is the general trend that video is king. One is the official account of WeChat, the best video producer on WeChat, and the most valued official account of WeChat.
4.36Kr
36Kr can be regarded as the first batch to join the WeChat public platform and is currently an official partner of Tencent. This WeChat pushes selected articles about venture capital three times a day. If you want to start a business or get the latest information, this micro signal is a good choice.
5. Encyclopedia anecdotes
Embarrassment Encyclopedia is a joke website with the theme of true anecdotes of embarrassed friends. It is called the funniest and truest anecdote sharing website on the earth, with a relaxed topic, which is very popular among students. Micro-signal will push a piece of content every day. If you are tired of studying or have nothing to do, you might as well go and have a look.
6. Qiaobutang
The last one is especially suitable for juniors and seniors. This is an official WeChat account, focusing on campus recruitment information and delivering resumes. After binding WeChat, you can download the resume template, make your own high-quality resume and query the latest campus recruitment information, which is an essential artifact for internship and employment.
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